What is ASO?
The acronym ASO stands for “App Store Optimization”. It means a list of measures aimed at adapting the mobile application page. The main task of a specialist in the field of ASO is to guarantee the removal of the product after receiving relevant (or related) user requests. Due to this method, the popularity of the application increases, the number of people who install it on a mobile device increases.
Responsibilities of an ASO Manager
The list of tasks that developers of operational products set for ASO specialists is huge. This includes:
- definition of search queries related to the application;
- analysis of search algorithms in Google Play and App Store;
- the introduction of keywords in the test material;
- formation of the semantic core.
The name and description of the application determine the specifics of the conversion. They have several requirements. First of all, the product designation should be concise, clear, and informative. Information must be provided to the user in an accessible form. The text cannot be written solely for the search algorithm, otherwise it will scare off the interested audience.
The ASO manager must take into account not only the native language, but also multilingualism. The fact is that Google Play, together with the App Store, has 39 localizations. As a result, it is necessary to translate the created text into popular languages of the world. There are enough exotic ones among them, for example, Vietnamese, Korean, Japanese.
Usage example
The main resource for promoting the application are virtual stores, where programs for mobile devices are implemented. As such platforms developed, competition among applications increased. Dozens of similar developments were created that helped users solve an identical range of tasks. To select a specific product, the creators began to use ASO. Specialists appeared who, through special tools, increased the popularity of applications.
However, text optimization, despite the importance, is far from the only condition for promotion. Functions for brand recognition, the program and its capabilities carry images. The visual component does not come to the fore, since most customers are impatient or cannot read the text material for various reasons. Well-designed graphics have a positive effect on conversion. Instead of standard viewing, the user proceeds to download and install the application.
Considering the above facts, the coordinated work of an ASO specialist with graphic and motion designers is important. He indicates to them his vision of the concept, sets tasks, controls the implementation. To minimize the risks, you need to test the graphical metadata. Therefore, it is necessary to understand A / B testing, but this is another topic for consideration.
Influencing factors
ASO is affected by a huge number of factors. A specialist in this field is obliged to take them into account. The list includes:
- rating;
- localization;
- behavior patterns;
- frequency of updates;
- quality indicators of the application;
- presence of positive/negative feedback.
Thus, ASO is a modern way to promote applications based on the relevance of search queries. Specialists in this field are doing a lot of manipulations to increase the popularity of the product. A competent approach allows you to achieve your goals with minimal resource costs.